ANALYSIS MARKETING CONTENT IN INCREASING CUSTOMER ENGAGEMENT ON INSTAGRAM SOCIAL MEDIA OF APPLICATION RECORD ORDERS FOR MSMES: CASE STUDY OF KREALOGI’S INSTAGRAM ACCOUNT

• Main Author: Anggun Kusrini, Annisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80768
• Institution: Institut Teknologi Bandung

Globalization, particularly in the digital era, has ushered in rapid advancements with profound impacts on societal behaviour and interactions. Krealogi, a startup offering the Record Orders for MSMEs application, utilizes social media platforms like Instagram for extensive communication, aiming to bolster its presence. This is achieved through educational, informative, storytelling, and creative content. The effectiveness of conveying the company's message to customers is crucial, with a focus on the level of engagement serving as a key metric. Low customer engagement, as observed on Krealogi's Instagram account, signifies a lack of success in attracting customer attention. This thesis aims to analyze factors indicating an improvement in customer engagement, using the case study of Krealogi, with the goal of optimizing its content campaigns. The study applies a basic strategic management model, amalgamating primary and secondary data sources, and conducting internal and external business environmental analyses through methods such as Company Interview, Market Interview, PESTLE, Porter's Five Forces analysis, Competitor Content Performance Comparison, Hashtags Analysis, Post-Time Optimization, and Market Survey. The objective is to provide insights into the factor analysis process and offer strategic recommendations. The recommended strategies resulting from the factor analysis involve Audience Understanding, Content Variation, Consistent Branding, Engagement Boosting, and Collaboration Optimization. This study contributes by presenting content strategy factors tailored to the preferences of Krealogi's Instagram followers. By implementing these strategies, Krealogi is expected to enhance its content Customer Engagement on Instagram more effectively.